SABRA WHIRLED PEAS

Pop-Up Restaurant

THE ASK

Show New Yorkers that hummus is more than a dip, reimagining Sabra through global cultures and cuisines.

Long wooden communal table with leather chairs and yellow flowers beneath arches framing a black-and-white city mural

STRATEGY

Open a restaurant, not a booth. We built Whirled Peas from the ground up, from naming and branding to talent, 3D mapping, custom playlists, staffing, and the full interior and exterior build-out.

THE EXPERIENCE

Sabra took over Kish-Kash in the West Village, where chef Einat Admony teamed up with Wes Avila, Esther Choi, Kwame Onwuachi, Jet Tila, and Deborah VanTrece on rotating menus inspired by their heritage. Each chef debuted with an influencer and celebrity launch dinner, all captured in photo and video.

Chefs smiling together at the Whirled Peas pop-up

RESULTS

Sabra's first NYC pop-up brought six celebrity chefs under one roof and generated 6M Instagram impressions, turning hummus into a dish worth reserving a table for.

6

Celebrity Chefs

6M

Instagram Impressions

6

Weeks in the West Village